The Walt Disney company is one of the most well known company in the world. “The Walt Disney Company originated with its animated characters and expanded into other adjacent businesses with the goal of bringing happiness to families via several different, but related revenues” (Carillo, Carlos et. al). The vast majority of society has had some exposure to Disney, whether movie films, parks, television shows or toys. This makes Walt Disney one of the most profitable businesses in the world.
Disney: The Rise of Animations The animation of movies and television have been constantly evolving and changing the entertainment industry. Disney is one of the top industries that has been expanding their business through their box office animation movies. Disney is one of the top animated studios alongside: DreamWorks, Warner Bros Animation, Studio Ghibli, Blue Sky Studio, and Illumination Entertainment. Disney’s Snow White and the Seven Dwarfs was the first full-length animated film. According to Biogrophy.com, “It produced an unimaginable $1.499 million, in spite of the Depression, and won a total of eight Oscars” (Biography).
First of all, product strategy, Disney well known as producing high quality of products and of cause their famous brand that company has for years. Disney customized all their products with specific cartoon characters accordingly to consumers’ demand and request. Next, pricing strategy, From a consumers’ perspective, they always think of is the benefits they receive and the price they paying worth it. So in this cases, Disney’s product price are not low but compare to their competitors but the quality they used to produce a goods, it take into consideration that pricing is fair. Besides that, place strategy, a right place able to raise up the sales and maintain good sales for a long period, in turn, this means profit gained will increase too.
Disney's live-action films such as Pirates of the Caribbean attracts adults as well, in order to target adults Disney uses a "family approach." Disney theme parks were built for the whole family to enjoy and they do a fine job stressing that. If you pay close attention to their advertisements you will see that they are not always aimed for children, in fact they are aimed at the parents most of the time with little phrases such as "Let the Memories Begin" and "This is Where the Magic Happens." Even the animation films are made to please the parents, with their good morals and some jokes that are meant for the child not to understand. In addition, the Disney Store has its own Home Decor department which is intended to satisfy the parents' wants as well as their children's, while the child is browsing through the toys, the parent is browsing through the Home Decor section.
What is an advertisement? It is one of most common marketing methods and numerous companies use this to make a brand image, communicate with a lot of people, increase the sales, introduce the company and promote products. Normally, an advertisement has purposes such as explain information, educate consumers, and get dealers supports. In this assignment, I chose a Disney cruise line advertisement as a topic. Most advertisement includes target audiences because that way companies can focus on advertisement.
“…[S]elf-image in children is shaped in some degree by exposure to images found in written texts, illustrations, and films” as Hurley (221) makes clear. She explains further, that children need to identify with the character they see to built up a positive self-conception (221). Fact is, that most of the Disney princesses have white skin. For dark-skinned girls it is almost impossible to identify with these characters. Nevertheless, “in a global array of children 's merchandise and play things, the Disney Princess franchise stands out” (Wohlwend 57).
In utilizing Michael E. Porter’s Diamond of National Advantage Model, as illustrated in Figure 4, the best way to analyze the Disney Shanghai concept is to look at the Disney Hong Kong park that is already established. At Disney Hong Kong, the firm strategy and structure is that Disney has a popular and recognized image. Any rivalry the WDC may experience is minimal because it has the advantage. The demand conditions in Hong Kong reflect the middle class growing in number and local adaptations being made to attract consumers in the area. In looking at the related and supporting industries, Hong Kong already has a very well established tourism industry.
Being in the competitive market of the entertaining industry, Disney has approached the horizontal integration strategy to gain much more space in this market. The best example of how Disney has expanded by this way of growth is watching its many movie studios adquisitions. Currently, Walt Disney Studios owns Marvel Enterteinmet and LucasFilm. Marvel, is the house of the most economically prolific superheros, whereas LucasFilm is the owner of the famous saga Star Wars. With these purchases, Disney has doubled its presence in the film markets, at the same time that ot has eliminated the competence, by making it its own.
Disney: SWOT analysis and current situation 2014 year was quite successful for the Walt Disney Company not only its shares reached the highest prices, but the company went through unambiguous cross-platform triumph with its Frozen franchise, spurred enthusiasm for the coming sequels to the original Star Wars trilogy, and waiting for the opening of the new Shanghai Disney Resort. (BURROWS, 2015) Moreover, the media corporation continues to implement at the highest level, in spite of confronting pressure in its film and broadcasting holdings. In this part we are taking a brief look at a current situation at Disney’s business and performing a SWOT analysis of the company, estimating its Strengths, Weaknesses, Opportunities, and Threats. Disney creates, produces, markets and distributes ideas through a huge extent of media platforms. As it was mentioned earlier, the company operates its revenues from the five segments.
Internal/External Analysis Internal Audit Strengths: • Company has good relationship with the suppliers. • Company is also maintaining healthy relationship with collective bargaining agent (CBR). • Disney is one of the most recognizable entertainment company in the world • They have strong advertising • Wide and unique portfolio of the company • Innovative entertainment business • Strong customer service • Strong Media Networks and Broadcasting division • Disney owns a variety of companies, which allows them to generate more profits from different industry such as Media Networks and Broadcasting, Park and Resorts, Studio Entertainment and Disney Consumer Products • Disney is the largest worldwide licensor of character-based merchandise and producer of children’s film-related products based on retail sales • Walt Disney is financially strong. • The operational system is inclusive of procedures, processes & operations management reflects the element of that the company is meeting the desired standards. • Walt Disney is capable of producing new Products and Services in a short span of time.